In a class the place the product has at all times been king, Charlotte Clean is flipping the script by making luxurious really feel extra human. 

As U.S. CMO of Jaguar Land Rover North America, she’s serving to remodel iconic manufacturers like Vary Rover and Defender into cultural gamers by way of purpose-driven campaigns, experience-first advertising, and science-backed client insights. 

On this episode of The Pace of Tradition, Matt Britton sits down with Charlotte to debate how her background in behavioral psychology is shaping the way forward for automotive branding, and why “main like a scientist” would be the key to breaking by way of in an more and more AI-driven world.

Earlier than becoming a member of JLR, Charlotte served as chief behavioral officer at Maritz, the place she utilized psychological insights to client and stakeholder conduct. With a basis in neuroscience and a profession that bridges science and storytelling, Charlotte brings a deeply human, data-informed method to advertising in a class outlined by emotion, aspiration, and fixed evolution.

Key takeaways:

[01:43] The New Luxurious Is Seamless—Not Showy — Luxurious was once about exclusivity. Now it’s additionally about ease. Charlotte shares how right now’s luxurious consumers need an omnichannel expertise the place digital and bodily mix effortlessly—from cell configuration to in-person hospitality that feels extra like checking right into a five-star resort than visiting a dealership. The problem? Make each touchpoint really feel elevated, whether or not it occurs on a display or behind the wheel.

[05:10] Tradition Is the Quiet Engine Behind Vary Rover’s Rise — Vary Rover didn’t want a splashy marketing campaign to grow to be a standing image—it grew to become one as a result of it confirmed up in all the fitting cultural areas. Charlotte reveals how the model’s slow-build, “if , ” technique led to it turning into one of many firm’s high performers within the U.S. Now, the objective is scaling that success whereas sustaining the mystique. It’s a fragile dance between development and exclusivity, and it begins with being deeply embedded in tradition—not simply class.

[12:55] Defender’s Goal-Pushed Playbook Hits Totally different — Defender isn’t only a rugged off-roader—it’s a model rooted in actual function. Charlotte shares how the Defender Service Awards flipped the script on automotive advertising by spotlighting nonprofits doing boots-on-the-ground work, then giving them the literal keys to drive it additional. It’s content material, trigger, and community-building all rolled into one—and a model activation that really makes individuals cry. In a world of polished campaigns, this one retains it actual.

[16:14] Content material That Scales, TV That Converts — TV isn’t lifeless—it simply obtained smarter. Charlotte breaks down how Jaguar Land Rover makes use of linked TV and natural search information to bridge model storytelling and efficiency advertising. It’s now not about chasing impressions—it’s about incomes intent. When a marketing campaign drives individuals to their search bars, JLR is aware of it’s working.